I figured I'd be the counterpoint on this, not having read the rest of the posts yet. Keep in mind you are asking on the Fractal forum, so you are mostly going to get people who are all-in on the Fractal. Ask it on Rig-talk and see what you get.
Pricey? Maybe. There are options for getting that sound at lower cost. JJ Jr. amp is one option that is almost universally loved. Pink Taco and Runt 20 are also less expensive options. I've seen Smallbox 50 amps for under $2000 from time to time and also sometimes amps that Friedman modded into BE specs. There are plenty of options.
Loud? Depends on the volume setting. You certainly can enjoy a BE100 in a home environment. JJ Jr or Runt 20 or Pink Taco even more so. They have a master volume and it works. The BE tone doesn't rely on power amp distortion.
I've gone back and forth between Friedman and Fractal stuff and still own both. (Not technically a BE100, but very similar.)
I know some people will say there is no reason to own the Friedman (or any real amp) if you have a Fractal. There are plenty of us who would disagree with that. Ideally, you need both. If you can only pick one, prioritize, but don't fool yourself into thinking that one is the same as the other. Yes, they both can work and the Fractal is fantastic.
The Fractal is awesome but its awesome in a different way than the Friedman. Yes, both make guitar noises but the experience using them is different and they have different strengths.
For me, plugging into the Friedman with a guitar and playing is just fun. Its simple and awesome. It doesn't have to be crazy loud.
The Fractal is like a wonderland of cool stuff. You can get it to sound remarkably similar to a Friedman using guitar cabs but the experience of using it is a lot different. The Friedman is better for me when I just want to plug in and pretend I'm a regular guitar player- The tube poweramp into the guitar cabinet is a visceral experience. Fractal into a tube poweramp is also cool, as a side note.
The Fractal is better when I want to go beyond the basic tone of an amp, or experience other amps that will never be my daily drivers, or add effects or extra preamp channels, or build a wet/dry rig, or play in headphones, etc...
Its just two different experiences and neither exactly replaces the other one. My suggestion would be to try out one of the 20W Friedmans and see if you like it. They are pretty well loved. If you do, then pick up an Axe-FX III later- or maybe an FM3 or FM9 to go with it. If you don't, then return it and try the other path.
Most of the people who seem OK with giving up their tube amps are OK with the experience of playing direct to PA. I hate that experience personally, but plenty of people love it. If you can love it, the world is your oyster with the Fractal.